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BRAND STORYTELLING: One Snap at a Time By Vicki O’Neill Welcome, New Media Dayton!
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Brand Storytelling Using Snapchat

Apr 15, 2017

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Page 1: Brand Storytelling Using Snapchat

BRAND  STORYTELLING:  One  Snap  at  a  Time  

By  Vicki  O’Neill  

Welcome,  New  Media  Dayton!  

Page 2: Brand Storytelling Using Snapchat

What  does  a  224-­‐year  old  company  and  a  49-­‐year  old  university  have  in  common?  

How  about  a  huge  retailer  and  a  community  volunteer  center?  

What  could  an  interna=onal  technology  company  and  an  entrepreneur  have  in  common?  

They  all  desire…  to  tell  their  story.  

Page 3: Brand Storytelling Using Snapchat

MarkeFng  is  no  longer  about  the  stuff  you  make,  but  about  the  stories  you  tell.  

~Seth  Godin  

Page 4: Brand Storytelling Using Snapchat

•  What  is  Snapchat?  

•  Snapchat  stats  •  Use  cases  •  B2B  and  B2C  businesses  using  

Snapchat  

•  Where  do  I  begin?    

•  How  to  leverage  Snapchat    •  Best  pracFces  to  get  you  

started  

Page 5: Brand Storytelling Using Snapchat

What  is  Snapchat?  Mobile  only  app  that  allows  you  to:  

–  Create  videos  and  pictures    –  Communicate  one-­‐on-­‐one  with  your  

audience  –  Engage  with  your  followers  and  those  

you  follow  –  Tell  your  story  in  a  new  way  –  Save  your  story  and  share  on  other  

plaEorms  –  View  your  story  up  to  24  hours,  then  

it’s  deleted      

Page 6: Brand Storytelling Using Snapchat

We want

Brands to have a place where

they can tell their

stories …in a better way.

~Imran Khan, Chief Strategy Officer at Snapchat

Page 7: Brand Storytelling Using Snapchat

Who’s  Using  Snapchat?  

Source:  mediakix,  June  2016  

Page 8: Brand Storytelling Using Snapchat

And  Usage  is  Evolving…  

Page 9: Brand Storytelling Using Snapchat

Snapchat  Compared  to…  

Page 10: Brand Storytelling Using Snapchat

To  put  this  in  perspecFve…  

1.  150  million  people  accessing  daily  

2.  10  billion  videos  are  watched  every  day  3.  Users  sending  9,000  snaps/second  4.  Reaches  41%  of  users  18-­‐34  every  day  5.  U.S.  adver=sers  spent  $50M  in  2015  and  

es=mated  to  spend  $804M  in  2017  

Page 11: Brand Storytelling Using Snapchat

Snapchat  Use  Cases  Taco  Bell  used  Snapchat  to  announce  the  re-­‐release  of  its  “Beefy  Crunch  Burrito”.  Users  who  added  Taco  Bell  as  a  friend  were  sent  a  “snap”  of  a  burrito  and  the  new  product’s  release  date.  

1  

Page 12: Brand Storytelling Using Snapchat

Snapchat  Use  Cases  Acura  gave  its  first  100  followers  on  Snapchat  a  chance  to  see  the  new  NSX  prototype,  sending  them  a  short  video  clip  of  the  prototype  –  a  video  the  brand  later  posted  on  Instagram.  

2  

Page 13: Brand Storytelling Using Snapchat

Snapchat  Use  Cases  Teen  retailer  Wet  Seal  handed  over  its  Snapchat  account  to  a  16-­‐year-­‐old  blogger  for  two  days,  resul=ng  in  9,000  new  followers  and  6,000  views  of  the  story.    

3  

Aka “Account Takeover”

Page 14: Brand Storytelling Using Snapchat

Businesses  Using  Snapchat  B2B  

           

             B2C  

             

Page 15: Brand Storytelling Using Snapchat

! Gary  Vaynerchuk        ! Brian  Fanzo            

! Mark  Suster            

! Jay  Baer            

! Ted  Rubin          

! Carlos  Gil  

Entrepreneurs  Using  Snapchat  

Page 16: Brand Storytelling Using Snapchat

So…Where  do  I  begin?  

1.  Download  app  –  Apple  &  Android  

2.  Create  profile  3.  Share  your  Snapcode  4.  Follow  brands  and  friends  5.  Start  Snapping!  

Page 17: Brand Storytelling Using Snapchat

Where  to  find  followers  

•  Find  people  in  your  industry  •  Find  B2B  and/or  B2C  

ghostcodes  

Page 18: Brand Storytelling Using Snapchat

How  To  Create  an  Audience  •  On  Snapchat  

–  Add  Nearby  –  Add  from  Contacts  

•  Online  Searches  –  “Entrepreneurs  on  Snapchat”  –  “Medical  accounts  on  Snapchat”  –  “Sports  and  Snapchat”  –  Foodie,  Fitness,  Retailers  on  Snapchat  –  Search  for  fun  events,  i.e.  Dayton  snap  scavenger  hunt  

•  Other  social  plaEorms  

Page 19: Brand Storytelling Using Snapchat

#ChatSnap  

•  Increase  followers  •  Ideas,  engaging,  learning,  connec=ng  

Page 20: Brand Storytelling Using Snapchat

What  are  GhostCodes?  

wilsonrebrand  

•  Once  you  create  your  profile,  you  can  access  your  GhostCode  online  and  download  •  Use  to  communicate  on  other  plaEorms  your  presence  on  Snapchat  •  Simply  “Snap”  from  Snapchat  or  take  a  photo  and  “Add  by  Snapcode”  to  add  friends  •  Unique  iden=fier  to  your  profile  –  same  concept  as  QR  Codes    

Page 21: Brand Storytelling Using Snapchat

Why  consider  Snapchat?  •  Transparency,  authen=c  •  Behind-­‐the-­‐scenes,  differen=a=on  •  Live,  real,  vulnerable;  brand’s  voice  •  Engagement,  audience  •  Time  sensi=ve,  spontaneous,  delivery  •  Build  your  brand  on  a  different  plaEorm  in  a  different  way  (lenses,  ads,  filters)  

Page 22: Brand Storytelling Using Snapchat

Integrate  Snapchat  into  Your  MarkeFng  Strategy  

Page 23: Brand Storytelling Using Snapchat

Snapchat  AnalyFcs  1.  Currently  

available  for  paid  ads,  lenses  and  filters  

2.  Snaply=cs  in  2017  3.  Open  rates,  

views,  average  #  of  screen  shots,  #  followers,  comple=on  rate    

Page 24: Brand Storytelling Using Snapchat

How  to  Leverage  Snapchat  

1.  Redirect  audience,  repeat  simple  URLs  2.  Plan  it  out,  but  keep  it  unscripted  

3.  Let  someone/influencer  take  over  your  account  4.  Provide  exclusive  access  

5.  Sponsor  a  filter  6.  Host  contests  and  give-­‐aways  

Page 25: Brand Storytelling Using Snapchat

5  Tips  to  get  started  

1.  Iden=fy  your  audience  2.  Create  profile  and  images  

3.  Have  a  Snap  communica=on  plan  

4.  A  few  story  ideas  5.  Have  fun!  

Page 26: Brand Storytelling Using Snapchat

Best  PracFces  •  Be  consistent  •  Respond  to  all  messages  –  text  or  video  •  Present  one  thing  of  worth,  i.e.  =p,  discount,  etc.  •  Use  Snap  op=ons  like  filters,  lenses,  emoji’s  –  and  Bitmoji’s!  

•  Use  different  plaEorms  to  promote  presence  •  Look  at  exis=ng  B2C  and  B2B  examples  for  inspira=on  and  ideas  

•  Keep  your  audience  in  mind!  They  are  your  buyers  –  what  do  they  need?    

Page 27: Brand Storytelling Using Snapchat

Snap  Challenge!  

1.  Snap  a  photo  with  your  brand’s  logo    2.  Screenshot  and  Tweet  @WilsonRebrand  a  

Snap  from  your  story    3.  I’ll  RT  with  a  S/O  AND  send  you  3  content  

ideas  specific  to  your  business/industry  to  help  you  get  started.  

Page 28: Brand Storytelling Using Snapchat

Vicki  O’Neill  WILSON  rebranding  [email protected]  o)    937.291.4899  m)  513.593.1195  

wilsonrebrand  

Snap  or  screenshot  to  add  by  Snapcode  

OR  

Add  by  username  

Thank  you!  

FOR  CONTENT  IDEAS!